For deeper, more loyal customer relationships and enhanced profit margins, companies must actually "live" the brands they sell. This approach is called "integrated branding" and it's not just a communications strategy. It is a way of operating, an overall way of doing business, and a way to make certain a company's products are based on two mutually reinforcing concerns: what do customers value and what does the company do best in relation to what customers want? The tools to accomplish this are called "drivers." LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Marketing professionals will find this essential, as will corporate strategists and others who make decisions that ultimately determine the organization's future.

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